| Summary: | 碩士 === 國立政治大學 === 教育研究所 === 100 === The main purpose of this research was to investigate the using Facebook for the purpose of Leadership Branding by the Elementary School Principal in Taiwan. The research methods included literature reviews and questionnaire survey.
First, the literature review was the basis of argument and for the development of research tools. Secondly, the research instrument was distributed to 527 elementary school principals all over Taiwan and there were 382 valid sample sizes which were used in this study. Using descriptive statistics, Cronbach α, t-test, one- way ANOVA, correlation, and LISREL model, data are analyzed. Finally, the comprehensive discussion was based on the literature reviews, and to make up conclusions and recommendations which were summarized as follows:
A. In the aspect of elementary school principal using Facebook
1. Facebook includes four parts: Interaction, Brand Image, Relationship, and Creation value. Except for the perception of “Relationship” have significant influences on elementary school principal using Facebook.
2. The background variables in gender, if to use Facebook, frequency of usage Facebook have significant influences on elementary school principal using Facebook.
B. In the aspect of Brand Leadership
1. The brand leadership includes three parts: the structure and process of school brand leadership, recognizing and stating school brand, principals utilize the plans of brand leadership. Except for the perception of “principals utilize the plans of brand leadership” have significant influences on Brand Leadership.
2. The background variables in size of school have significant influences on
Brand Leadership.
C. In the aspect of the relationship in between the Facebook and Leadership Branding by the Elementary School Principal
1. There was a positive correlation existed among Facebook on dimension of “Creation” and Leadership Branding on dimension of “the structure and process of school brand leadership” by the Elementary School Principal.
D. In the aspect of relationship among the Facebook and Leadership Branding by the Elementary School Principal
1. There were positively correlation existed among the Facebook and Leadership Branding by the Elementary School Principal.
In the last part, according to the findings and results, the researcher proposed some suggestion for the educational officers and the principals of elementary school, hoping to benefit the improvement and development of education of elementary school in the future.
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